141 Worldwide beats two to scoop Coral rebranding

Coral, the high street bookmakers, has appointed 141 Worldwide/London to
create new branding guidelines for the firm after a threeway pitch.

The marketing services agency will roll out new branding at the
Cheltenham races next month and will ensure …

CoralCoral, the high street bookmakers, has appointed 141 Worldwide/London to create new branding guidelines for the firm after a threeway pitch.

The marketing services agency will roll out new branding at the Cheltenham races next month and will ensure branding is consis-tent across all channels, including stores, direct mail, online, stadia and internal communications.

Steve Harding, 141 Worldwide/London chief executive, says: "Until now, all Coral’s communications across retail, Telebet and internal were developed on the basis of an ‘unwritten’ Coral tone of voice and positioning. What we will put in place is a cohesive approach across all channels, which will give the flexibility to tailor the look and feel of the creative message."

This latest appointment is the second 141 Worldwide has won recently with Coral, the sports betting and gaming division of Gala Coral Group.

The agency was also appointed last year to work on an account for Coral.co.uk to help leverage the bookmakers status as official betting and gaming partner of the Guinness Rugby Premiership.

Harding says: "This is an extremely pleasing win for us as it further strengthens our position with Gala Coral and highlights the agency’s ability to offer a holistic and integrated approach whatever the nature of the brief."

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